Digital marketing is all about leading people back to your hub. It’s like leaving breadcrumbs all over the internet. One strategy for gaining an audience online is appearing on podcasts. The more you appear on podcasts, the stronger your digital archive is, and the more ways people can follow your breadcrumbs back to your website and buy your book.
When reaching out to podcasts, think about what you can offer them. If you have a social audience, you can leverage it by offering to share the podcast episode on your platforms. You can even send a digital copy of your book in your initial email to them. Tell them why you think you’re a good fit for the podcast, making sure to personalize each email you send. If you haven’t listened to their podcast, it will be immediately obvious and they won’t want you on as a guest.
The same thing can be done with blogs. There are thousands and thousands of bloggers out there, looking for good content from guest bloggers to feature. When reaching out to them, you can even include a copy of the potential article, so they know exactly what you have to offer. Again, tell them that you’ll share the blog post with your audience, and you can even offer to run paid advertising to the post on Facebook or Google. This is a great way to hook them, because bloggers are looking to grow their audiences just like you are.
Finding podcasts and blogs to reach out to is as simple as a Google search. If your topic, for example, is leadership, you can type in “leadership podcasts” and you’ll find pages of options. You can also search for other authors and leaders in your field to see what podcasts they’ve appeared on. When reaching out to podcasts and blogs, don’t get discouraged if you aren’t hearing back. You’ll probably have to reach out to 20 of them before one responds. These people are busy, so keep track of who you’ve emailed and have follow-up emails ready to go if they don’t get back to you quickly.
Online book tours are another way to lay out breadcrumbs. Lots of authors haven’t even heard of online book tours, but they’re an immensely useful way to get word out about you and your book. When you pay an online book tour service, they reach out to their network of book bloggers, who will review your book and post the review on their platforms. Different book tour services have different genre specializations, so a quick Google search will find the best service for you.
Keep in mind that all of this is best started months before your book launches. If you’ve already launched, though, it’s not too late. If you set a date a few months out as a relaunch or publicity date, you can still use that event to build anticipation. Remember that this is more of a marathon than a sprint. You’re unlikely to book a huge podcast that will rocket you to fame, but lots of smaller podcasts will add up over time, you just have to stay persistent.